Building the Sports Organization's Merchandise Licensing Program: The Appropriateness,Significance,and Considerations

Abstract

This paper reviews literature and main publications in the field of licensing and adapts them for sport-marketing-based merchandise licensing programs. The discussion presented examines the appropriateness and significance of these programs for the sports organization, including an overview of the main issues that need to be taken into consideration to establish the program. A model is presented to summarize these issues and to assist the sport marketer when contemplating involvement in licensing.